Is saying “sorry” enough? Examining the effects of apology typologies by organization on consumer responses

• Main Authors: LWIN, May O., PANG, Augustine, LOH, Jun-Qi, PEH, Marilyn Hui-Ying, RODRIGUEZ, Sarah Ann, ZELANI, Nur Hanisah Binte
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2017
• Subjects: Advertising/public relations; Strategic communication; Experiment; Singapore; Others; Organizational Behavior and Theory; Organizational Communication
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5956; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6955/viewcontent/Is_saying_sorry_enough_apology_typologies_2016_av.pdf
• Institution: Singapore Management University

Apology has been found to be the most effective strategy in times of crises. However, there is a dearth of research on the kinds of apology used and how primary stakeholders, in particular consumers, received them. This study aims to examine consumer responses to the types of apologies offered post...